Can Multiple New-Product Messages Attract Different Consumer Segments? Gaming Advertisements' Interaction with Targets Affects Brand Attitudes and Purchase Intentions

Alpert, Frank and Saxton, M. Kim (2015) Can Multiple New-Product Messages Attract Different Consumer Segments? Gaming Advertisements' Interaction with Targets Affects Brand Attitudes and Purchase Intentions. Journal of Advertising Research, 55 3: 307-321. doi:10.2501/JAR-2015-011

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Author Alpert, Frank
Saxton, M. Kim
Title Can Multiple New-Product Messages Attract Different Consumer Segments? Gaming Advertisements' Interaction with Targets Affects Brand Attitudes and Purchase Intentions
Journal name Journal of Advertising Research   Check publisher's open access policy
ISSN 0021-8499
1740-1909
Publication date 2015-09-01
Year available 2015
Sub-type Article (original research)
DOI 10.2501/JAR-2015-011
Open Access Status Not Open Access
Volume 55
Issue 3
Start page 307
End page 321
Total pages 15
Place of publication New York, NY United States
Publisher World Advertising Research Center
Collection year 2016
Language eng
Formatted abstract
A fundamental principle of marketing suggests that optimal marketing effectiveness results from designing and positioning a product specifically to attract a particular targeted market segment. But many companies want their product to appeal to more than one consumer segment at the same time. In this study, the authors investigated whether videogame marketers should leverage different messages for different target segments for the same product. They found that purchase intentions were enhanced when a segment saw its dedicated advertisement after seeing the other segment’s advertisements. Further,
this enhancement happened not only from internal processes but also because the advertisements interacted.
Keyword Strategies
Persuasion
Judgments
Behavior
Cues
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
UQ Business School Publications
 
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Created: Sun, 11 Oct 2015, 10:16:35 EST by System User on behalf of UQ Business School